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Project Name*

Customer Experience Management Project

IPR Mode*

RAND

Info

Explanations of each mode is available at http://www.tmforum.org/IPRPolicy/11525/home.html


Type of Project*

Strategic: nurturing of key initiatives prioritized by the Advisory Boards/ Collaboration Sub-Committee and 100% aligned with the ODF

Strategic Program

Insights & Intelligence

Previous Project Charter

https://projects.tmforum.org/wiki/download/attachments/134780251/CEM_Charter_Sprint3_2020.pdf?version=1&modificationDate=1589295354524&api=v2

https://projects.tmforum.org/wiki/x/DoDjAQ

https://projects.tmforum.org/jira/secure/RapidBoard.jspa?projectKey=CEM&rapidView=136

Project Sponsor*

None

 Project Team Lead*

Arnold Buddenberg, Enterprise Digital Business & IT transformation Architect, Orange

 TM Forum Staff Support

Aaron Boasman-Patel, Vice President, AI & Customer Experience, TM Forum

Jan Lowdon, Agile Project Manager, TM Forum


1. Table of Contents

Table of Contents

2. Project Overview / Executive Summary


Mission

To help service providers to create a better customer experience by becoming more intelligent, open, flexible, autonomic and secure, providing hyper-personalized experiences to increase revenues, reduce costs and offer new services across the digital ecosystem. We will do this by continuing to update the current CEM 2025 guidebook which contains new standards and best practices for delivering customer experience in a data-driven AI world. It is our aspiration to also have a newly updated Customer Experience Maturity Model  which is fully aligned to the DMM allowing CSPs to use an industry agreed methodology to deep dive into their CEM transformation and understand they key steps they need to take to be successful with their transformation.  

Value

To help service providers to create a better B2B and B2C experience by delivering trust through managed, open and secure AI to reduce customer churn and increase revenue through new hyper-personalized services and  customer experiences. 

StrategyWe will do this by updating the CEM 2025 guidebook which contains new standards and best practices for delivering customer experience in a data-driven AI world. It is our aspiration to also have a newly updated Customer Experience Maturity Model  which is fully aligned to the DMM allowing CSPs to use an industry agreed methodology to deep dive into their CEM transformation and understand they key steps they need to take to be successful with their transformation.  


3. Road Map Deliverables

Initiative Summary

Initiative 1

Jira
serverTM Forum JIRA
columnskey,priority,status,summary,initiative category
maximumIssues20
jqlQuerykey = CEM-85
serverIddbb88b6a-91a8-3e2f-8edf-b99e00a7317a

Initiative 1 - Persona Value statements 

Jira
serverTM Forum JIRA
columnskey,summary,type,description
maximumIssues20
jqlQuerykey in (CEM-91,CEM-90,CEM-88,CEM-87,CEM-86, CEM-95)
serverIddbb88b6a-91a8-3e2f-8edf-b99e00a7317a

Sprint 2 (3-Feb-20 to 3-Apr-20)

(to view tasks, click on Epic name)

Jira
serverTM Forum JIRA
columnskey,summary,priority,status,assignee,fixversions
maximumIssues20
jqlQuerykey in (CEM-121)
serverIddbb88b6a-91a8-3e2f-8edf-b99e00a7317a

Sprint 3 (6-Apr-20 to 29-May-20)

(to view tasks, click on Epic name)




Sprint 4 (1-Jun-20 to 31-Jul-20)

(to view tasks, click on Epic name)


Jira
serverTM Forum JIRA
columnskey,summary,priority,status,assignee,fixversions
maximumIssues20
jqlQuerykey in (CEM-126, CEM-132, CEM-125)
serverIddbb88b6a-91a8-3e2f-8edf-b99e00a7317a

Sprint 5 (3-Aug-20 to 2-Oct-20)

(to view tasks, click on Epic name)

Jira
serverTM Forum JIRA
columnskey,summary,priority,status,assignee,fixversions
maximumIssues20
jqlQuerykey in (CEM-117, CEM-139, CEM-140, CEM-134)
serverIddbb88b6a-91a8-3e2f-8edf-b99e00a7317a

Sprint 6 (5-Oct-20 to 27-Nov-20)

(to view tasks, click on Epic name)

Jira
serverTM Forum JIRA
columnskey,summary,priority,status,assignee,fixversions
maximumIssues20
jqlQuerykey in (CEM-138, CEM-205)
serverIddbb88b6a-91a8-3e2f-8edf-b99e00a7317a

4. Dependencies    N/A

Add in other projects and Frameworx dependencies this project will have. Please enter if your project will require INPUT FROM, produce OUTPUT TO or require JOINT WORKING with the named projects/Frameworx. In the COMMENTS column describe the nature of the input, output or joint working.

Project NameINPUT FROM OUTPUT TO JOINT WITHCOMMENTS (describe nature of Input/Output/Joint)Project Contact





5. Project Team Participants

This section identifies the human resources and skills required by the project to successfully deliver the items listed in this charter.  Unless otherwise noted, the level of commitment of all project participants is Best Effort.

At the time the charter is written, the individuals listed below are considered tentative participants. When the charter is approved, the tentative participants will be notified and they can “join” the project in the online community. From that point forward the project resources will be maintained and viewable in real time.

Note - Please review the Team Roles & Responsibilities RACI here which also indicates which roles are mandatory or optional 




Release 20.0 (includes assets delivered in Sprint 1 to Sprint 3)Release 20.5 (includes assets delivered in Sprint 4 to Sprint 6)
Project Team RoleName*Company*
Area of Project Focus/Lead Confluence “@” mentionComments
Sprint 1
2-Dec-19 to 31-Jan-20
Sprint 2
3-Feb-20 to 3-Apr-20
Sprint 3
6-Apr-20 to 29-May-20
Sprint 4
1-Jun-20 to 31-Jul-20
Sprint 4
1-Jun-20 to 31-Jul-20
Sprint 4
1-Jun-20 to 31-Jul-20
Sprint 5
3-Aug-20 to 2-Oct-20
Sprint 5
3-Aug-20 to 2-Oct-20
Sprint 5
3-Aug-20 to 2-Oct-20
Sprint 5
3-Aug-20 to 2-Oct-20
Sprint 6
5-Oct-20 to 27-Nov-20
Sprint 6
5-Oct-20 to 27-Nov-20
Project Deliverables/Assets

CEM Workshops TAW Lisbon Slides ProductionCEM Workshops TAW Lisbon x 3 Workshops hosted

Develop New & Updating Existing Capabilities for eTOM Study V1 - IG1203

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Project Team Lead

Arnold Buddenberg, Enterprise Digital Business & IT transformation ArchitectOrange
Develop the Continuing Customer Journey in 5GCEM-125
CEM Workshops TAW Lisbon Slides ProductionCEM Workshops TAW Lisbon x 3 Workshops hosted
LEAD: Develop New & Updating Existing Capabilities for eTOM Study
(Produce doc structure) CEM-126
V1 - IG1203

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205: Lead for Integrating Gamification to the Customer Journey Chapter + CSP Options for CE Value Delivery ChapterDetermine the CEM Framework for 5G Whitepaper - IG1207CEM
-117
Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Project Team Lead Back-upAbinash Vishwakarma, Lead Business AnalystNetcracker Technology

Develop the Continuing Customer Journey in 5G CEM-125

CEM Workshops TAW Lisbon Slides ProductionCEM Workshops TAW Lisbon x 3 Workshops hosted

Develop New & Updating Existing Capabilities for eTOM Study

(ETOM block tbc) CEM-126

V1 - IG1203

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

LEAD: Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205
Determine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Project Team Participants


Project Team Participants


Rohit Batra, Head of Solultions & StrategySalesforce


Develop New & Updating Existing Capabilities for eTOM Study V1 - IG1203: Lead Business Goal and Story Management Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205: Lead Impact of Technology and Business Models on Customer Experience/Customer Journey Chapter + Requirements ChapterDetermine the CEM Framework for 5G Whitepaper -
125

Develop New & Updating Existing Capabilities for eTOM Study (ETOM block tbc) CEM-126

IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Mabel Castano, Solution EngineerSalesforce


Develop New & Updating Existing Capabilities for eTOM Study V1 - IG1203: Lead Customer Journey Path and Phases Management Chapter + Journey Management of Client Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205: Lead Requirements Chapter and The Impact of Technology and Business Models on Determine the CEM Framework for 5G Whitepaper -
125

Develop New & Updating Existing Capabilities for eTOM Study (ETOM block tbc) CEM-126

IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Derek Chen, AVPPCCW Solutions


Develop New & Updating Existing Capabilities for eTOM Study V1 - IG1203: Lead Individual Customer Behaviour Preference Chapter

Develop Experience Metrics for 5G Use Cases

CEM

Guide Book -

132

Develop New & Updating Existing Capabilities for eTOM Study (ETOM block tbc) CEM-126

Project Participants

  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Antonio Cuadra-Sanchez, Research Project Manager

IndraCEM Workshops TAW Lisbon Slides ProductionCEM Workshops TAW Lisbon x 3 Workshops hosted

Develop New & Updating Existing Capabilities for eTOM Study

(ETOM block tbc) CEM-126

V1 - IG1203: Lead Customer Journey Identity Management Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Norihiro Fukumoto, Research EngineerKDDI Research, Inc.
Develop the Continuing Customer Journey in 5GCEM-125
CEM Workshops TAW Lisbon Slides ProductionCEM Workshops TAW Lisbon x 3 Workshops hosted

Develop New & Updating Existing Capabilities for eTOM Study

(ETOM block tbc) CEM-126

V1 - IG1203: Lead Customer Engagement Management Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205: Lead Use Case ChapterDetermine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Abel Hernadez Rios, Solution EngineerSalesforce


Develop New & Updating Existing Capabilities for eTOM Study V1 - IG1203: Lead Customer Journey Path and Phases Management Chapter + Journey Management of Client Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205 Lead Impact of Technology and Business Models on Customer Experience/Customer Journey Chapter + Requirements ChapterDetermine the CEM Framework for 5G Whitepaper -
125

Develop New & Updating Existing Capabilities for eTOM Study (ETOM block tbc) CEM-126

IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Jonathan Hopkinson, Principal Digital Transformation ConsultantHuawei Technologies


Develop New & Updating Existing Capabilities for eTOM Study V1 - IG1203

LEAD: Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper -
132
IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Shankar Kasturirangan, Managing PrincipalBell Labs Consulting - Nokia


Develop New & Updating Existing Capabilities for eTOM Study

(ETOM block tbc) CEM-126

V1 - IG1203: Lead for Engagement Management of Clients Chapter + Audience Knowledge Management Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Adolfo Magan, Enterprise ArchitectSalesforce
Working with the DMM Team on CEM Maturity Model Update (work scheduled in DMM Charter)



Develop New & Updating Existing Capabilities for eTOM Study V1 - IG1203

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Paul Morrissey, ChairmanBolgia Ten Limited


Develop New & Updating Existing Capabilities for eTOM Study

(AI section)CEM-126

V1 - IG1203: Lead AI Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Harish Kumar N, Solution ArchitectExcelacom, Inc.


Develop New & Updating Existing Capabilities for eTOM Study

(ETOM block tbc) CEM-126Abhi Sur, Senior DirectorSalesforce

V1 - IG1203: Lead Cognitive Customer Engagement Handling Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205Determine the CEM Framework for 5G Whitepaper -
125Develop
IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

Abhi Sur, Senior DirectorSalesforce


Develop New & Updating Existing Capabilities for eTOM Study

(ETOM block tbc) CEM-126

V1 - IG1203: Lead Customer Journey Path and Phases Management Chapter + Journey Management of Client Chapter

Develop Experience Metrics for 5G Use Cases Guide Book -  GB1010

Develop the Continuing Customer Journey in 5G Whitepaper V1 - IG1205 Lead Impact of Technology and Business Models on Customer Experience/Customer Journey Chapter + Requirements ChapterDetermine the CEM Framework for 5G Whitepaper - IG1207CEM Create Framework for 5G Model/Poster -IG1208Create CEM Framework for 5G Executive Summary - IG1209

Develop 5G Use Case Examples – How AI can help in determining the following steps in the journey Whitepaper - IG1206

Update Customer Experience Management Lifecycle Metrics GB962A to v3.0 

Update Customer Experience Management Guide Book - GB1006

TM Forum Theme & Product OwnerAaron Boasman-Patel, Vice President, AI & Customer ExperienceTM Forum
Head of Program and Project












TM Forum Project Management SupportJan Lowdon, Agile Project ManagerTM Forum
Project Manager













6. Member Validation and Feedback Approach

Deliverables require validation and feedback. If the development team has a broad range of Members and Service Providers, validation may be within the team, however if the range of Members and Service Providers is weak, after Team Approval, deliverables must be validated beyond the team. Teams must state their Member & Validation approach here: 

Validation Activity Approach

Team approval

Corporate approval

Validation Activity Description

 

Dependencies


Comments


7. Liaison Relationships    N/A

Please indicate if this project has or plans to have a relationship with other External Standards Organizations (SDOs).

Name of Organization

Is this a New or Existing relationship?

Linkages and/or Scope of work

Contact person

Comments









8. Legal Notice

Copyright © TM Forum 2019. All Rights Reserved.

This document and translations of it may be copied and furnished to others, and derivative works that comment on or otherwise explain it or assist in its implementation may be prepared, copied, published, and distributed, in whole or in part, without restriction of any kind, provided that the above copyright notice and this section are included on all such copies and derivative works. However, this document itself may not be modified in any way, including by removing the copyright notice or references to TM FORUM, except as needed for the purpose of developing any document or deliverable produced by a TM FORUM Collaboration Project Team (in which case the rules applicable to copyrights, as set forth in the TM FORUM IPR Policy, must be followed) or as required to translate it into languages other than English.

The limited permissions granted above are perpetual and will not be revoked by TM FORUM or its successors or assigns.

This document and the information contained herein is provided on an "AS IS" basis and TM FORUM DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO ANY WARRANTY THAT THE USE OF THE INFORMATION HEREIN WILL NOT INFRINGE ANY OWNERSHIP RIGHTS OR ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.

Direct inquiries to the TM Forum office: 

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Tel No. +1 973 944 5100
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TM Forum Web Page: www.tmforum.org